Berta Cabral highlights Germany as key market for sustainable growth of tourism in the Azores - Communication

Secretaria Regional do Turismo, Mobilidade e Infraestruturas

The Regional Secretary for Tourism, Mobility and Infrastructures, Berta Cabral, stated today in Ponta Delgada that “Germany is an absolutely key market for tourism in the Azores,” highlighting the 12% increase registered in 2025 in overnight stays by German tourists — the highest among the Region’s top ten source markets.

The speech was delivered at the Teatro Micaelense, during the opening session of the DRV Annual Conference 2026, the annual meeting of the German Travel Agents’ Association. According to the Regional Secretary, the decision to hold this event in the Azores is “a clear sign of the destination’s international prestige and the confidence that the German tourism sector places in the Region.”

“The decision to choose the Azores to host this conference is a clear recognition of the quality, authenticity and uniqueness of our destination, as well as the close and strategic relations we maintain with the German market,” she stated.

Berta Cabral also highlighted that Germany was the leading foreign source market for the Azores in 2025, once again, surpassing the United States of America.

“This result demonstrates the strength of our connection with the German market and reflects a consistent approach based on promotion, trust and excellence,” she emphasised.

“Germany understands the Azores, even without speaking our language. The Azores are, in many respects, a destination perfectly aligned with what German tourists praise,” added the government official.

According to Berta Cabral, the strong focus on nature tourism (unique trails, stunning landscapes, exceptional biodiversity, the ocean, sustainability and authenticity) is fully aligned with the motivations of German visitors.

She explained: “We are talking about an audience that values quality, environmental responsibility, active holidays and genuine cultural experiences. And that is part of the Azores’ DNA.”

The Regional Secretary also highlighted the remarkable progress of Azorean tourism in recent years, emphasising: “Despite international challenges, the Azores were the first region in the country to fully recover from the impact of the pandemic, surpassing the 2019 results and winning highly prestigious international awards, such as Best Adventure Destination in the World and in Europe, awarded by the World Travel Awards.”

In 2025, for the first time in history, the Azores exceeded 4.5 million overnight stays, with the regional hospitality sector generating over €206 million in revenue.

“Tourism is now the main driving force of the regional economy, with a direct and wide-ranging impact, accounting for about 17% of GDP, 17% of employment and 20% of Gross Value Added,” she emphasised.

Nevertheless, Berta Cabral was categorical: “More than just growing, we want to grow well. We are committed to responsible, balanced and sustainable tourism.”

The Azores have now achieved Level II – Gold in the international Sustainable Destination certification awarded by EarthCheck, a recognition which, according to the government official, reflects “a vision of development that respects the territory, its communities and way of life, protecting what makes the Azores unique: Human Nature.”

The Regional Secretary also highlighted the partnership with the German market in strengthening air connectivity: “The direct flights operated by Lufthansa, Eurowings and Azores Airlines, linking Ponta Delgada to Frankfurt and Nuremberg, are fundamental to the destination’s growth and a clear sign of confidence in the Azores’ potential and quality as a tourist destination,” she explained.

From adventure tourism to wellness, from gastronomy to culture, from whale watching to volcanic landscapes and natural hot springs, the diversity of experiences available throughout the year makes the Azores an attractive destination well beyond the high season.

In this context, Berta Cabral highlighted the essential role of German travel agents and tour operators, emphasising: “DRV members are key partners in how the Azores reach German travellers. It is they who match our destination to their clients’ expectations.”

“Your professionalism, market knowledge and credibility are crucial to ensuring that the right visitor chooses the right destination at the right time. And the Azores are ready to continue to surprise,” she concluded, addressing the hundreds of people present.